A Study on Consumer Innovative towards Retail Marketing in Tirunenelveli City

Retail Marketing or retailing involves those companies engaged primarily in buying goods from other companies in order to resell these products to the consumer. Retail establishments are often called shops or stores. The retailing process is the last step in the distribution chain of merchandise. Retailing is the sale of goods and services to ultimate consumers for personal, non-business use. Retailers sell small or even single quantities to the general public. Retail concepts are often replicated and transferred from one country to another. Replicating basic retail Marketing features and adopting new retail marketing practices to local markets are commonplace activities in retail expansion and internationalization. Retail marketing is defined by the following factors in the present context: communications and sales support, staff training and development, merchandising, pricing, reward and recognition structures and location and store environment. So the researcher made the study in consumer innovative about the level of retail marketing. The study was made with 71 respondents are in the use of retail marketing.